汽车促销策略的探讨.docVIP

黄河交通学院 毕 业 论 文 论文题目： 汽车促销策略的探讨 所属系别 专业班级 姓名 学号 指导教师 撰写日期 2014 年 11 月 摘 要 中国市场将成为全球汽车企业的参与全球竞争的战略性市场，市场的战略变化，有可能给中国汽车成为全球汽车制造中心提供机会.最近汽车产业三个变化，导致中国汽车市场的地位可能发生重大变化，中国汽车产业有机会成为全球制造中心甚至创新中心。随着社会的快速发展和人们生活水平的不断提高，汽车已逐步进入普通家庭，汽车产品的需求已逐步成为人们消费的一项重要内容。中国作为全球最具潜力的汽车消费大市场，竞争日益激烈。国际各汽车跨国公司纷纷进入中国市场抢占阵地，促使新的竞争格局基本形成国内市场已呈现国际化趋势。我国民族汽车缺乏先进合理的管理模式、科学的营销模式，导致他们在激烈的市场竞争中面临严峻的考验。汽车促销也成为市场激烈竞争中的重要手段之一，研究和运用促销策略也是各个汽车销售商家竞争的核心。 关键词：汽车，促销策略，市场调查，营销模式 Abstract China will become the global automotive market companies compete globally strategic markets, strategic changes in the market, has the potential to become a global automotive Chinese automobile manufacturing center offers opportunities in three recent changes in the automotive industry, leading position in Chinas auto market may cause significant changes in Chinas auto industry has the opportunity to become a global manufacturing hub and even innovation center. With the rapid development of society and improve peoples living standards, the car has been gradually into the ordinary household, the demand for automotive products has gradually become an important part of peoples consumption. China as the worlds most promising automotive consumer market, competition is becoming increasingly fierce. International automobile multinational companies have entered the Chinese market to seize positions, prompting the formation of the new competitive landscape of the domestic market has been showing the basic trend of internationalization. Chinas national car lack of advanced management mode rational, scientific marketing mode, leading them to face a severe test in the fierce market competition. Car sales have become an important means of competition in the market, research and marketing strategy is the use of various automotive sales business competitive core. Keywords: automotive, marketing strategy, market research, marketing model  目 录 1 引言 1 2 目前我国汽车市场营销的基本特征及概述 1 2.1 创新营销模式 1 2.2 满足顾客需求 2